The Maison Crivelli, a young luxury perfume brand, has made significant strides in just over a year since its launch. Founder Thibaud Crivelli shares his reflections on the brand’s progress and future plans. Currently, the Maison has established a prominent presence at Le Bon Marché, with a dedicated space on the ground floor of the store in the perfume department. International expansion has also been successful, with approximately 60 boutiques across Europe now carrying the brand. The Netherlands was the first market to embrace Maison Crivelli, followed by expansion in the Iberian Peninsula, Switzerland, Germany, and Truphème boutiques in France. The brand’s growth is set to continue in 2020, with upcoming openings in markets such as the United Kingdom, the Balkans, Ukraine, Russia, and Australia. The goal is to reach approximately 200 points of sale by the end of the year.
In addition to expanding its distribution network, Maison Crivelli has also expanded its fragrance collection with the introduction of two new scents: Citrus BatiKanga and Absinthe Boréale. These fragrances align with the brand’s creative vision, which is rooted in sensory experiences and unexpected combinations of perfume materials. Each perfume is inspired by moments that embody these experiences, such as a shot of absinthe under an aurora borealis or a refreshing citrus and chili cocktail at a tropical market. The perfumers are given mood boards to guide their creations, incorporating words, colors, sounds, and textures. The result is a collection of Haute Parfumerie that is surprising, modern, and highly contrasting.
The latest release from Maison Crivelli is Papyrus Moléculaire, which showcases the brand’s innovative approach to perfume creation. Papyrus, or cypriol, is a unique and unfamiliar raw material in perfumery, often associated with woody notes. Inspired by a meeting with tattooed women smoking cigars and the softness and masculinity juxtaposed in that encounter, the brand decided to explore papyrus root powder in a new fragrance. The scent combines powdery papyrus with tobacco leaves, black pepper, coriander, carrot, incense, and tonka bean, resulting in a creation that is both intriguing and harmonious.
Sustainability is a core value for Maison Crivelli, recognizing the importance of catering to the new generation of eco-conscious consumers. The brand ensures integrity in its production process, creating perfumes in France without artificial coloring. The handcrafted boxes are made with Italian FSC paper and are free of plastic. Even the cellophane used is biodegradable, made from wood.
Maison Crivelli’s approach to creating a multi-sensory perfume experience extends to its retail spaces. The brand incorporates a digital application into its presentation furniture, allowing customers to delve deeper into the brief sent to the perfumers. This interactive experience includes images, videos, sounds, and texts that are translated into eight languages. Maison Crivelli aims to enhance each individual’s sensory perception of perfume on a personal level. This immersive approach can be found in flagship stores in Amsterdam, Rotterdam, Dubai, and soon to be in London and Moscow. The brand also extends this interactive experience online through platforms like Instagram and their website.
Links:
– Maison Crivelli Official Website
– Le Bon Marché Official Website
